Amazon prepping a games console to rival Ouya?

Android-based games console said to be in the works

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Amazon is beavering away with a new plan to take on the console world, according to latest reports.

The online giant is planning to take on the likes of Ouya with its own-brand Android console which would tap directly into the company's own Appstore, with a launch date pegged for the end of the year.

This is according to Gameinformer, which has spoken to people "who have knowledge of the in-development hardware" and believes that the console will be a way that Amazon can leverage the gaming titles that are already available on the site.

For Amazon, this makes a lot of sense. While it has been clever in undercutting the Google Play store with its free app offerings, releasing a console that taps straight into its store would follow the same incredibly successful blueprint that has worked for the Amazon Kindle and Kindle Fire.